Two RED FLAGS that Slow Business Growth
October 19, 2017
Business growth is not just about competency, it’s about being able to articulate what you do and why you do it in a way that is clear, compelling and repeatable.
There are two red flags that quickly indicate the marketing aspect of your business is holding you back. Before I even begin my coaching process I ask every advisor “Why should I do business with you?” they all struggle to define their value much less articulate it in a way that intrigues me to want to learn more. In fact their first response is often “I know I need to get better at this.”
If you can’t truly share what you do quickly in a way that is authentically appealing how can your clients share what you do with their family, friends and potential referrals? I then ask “Why do you want to focus on women?” and even then their answer lacks substance and clarity. These were not brand-new advisors, if they were I could be a bit more accepting of their lack of clarity.
Most of my clients are seasoned vets who each had more than 10 years of experience and a well-established practice. If I was having trouble understanding what they do, how the heck could their clients understand? And they wonder why they aren’t getting more referrals!
But to their credit they knew this was their deficiency and why they signed up to work with me.
They all wanted to redefine their business and marketing message focused on the women’s market.
Here's exactly what happened for these advisors. . .
- By the end of our work together their confidence was radiating and their marketing message empowering.
- Even before completing the coaching program their enthusiasm for what they do became contagious.
- They finished the program with an authentic story that became their foundation for building trust.
- They had a compelling introductory script that clearly defined who they are, what they do and who they do it for in a way that intrigued even strangers to want to learn more.
- And their marketing strategy was transformed giving them a powerful seminar and drip marketing plan of action.
They all left armed and ready to take their business to the next level.
So what happened?
What could possibly happen in a few months that they couldn’t accomplish in 10 years of being an advisor? We wiped the slate clean. I asked them to forget everything they had been taught about the business and consider a whole new way of thinking of their business.
I set them on a mission to define who they are, what it is they want to accomplish and why they want to focus on women.
It’s really that simple.
Together we redesigned their message, brand and marketing strategy to reflect who they are, what they want and who they do it for. Their message was unique, powerful and compelling.
It’s not just the authenticity of the message that makes this process and model so powerful it’s how you present it and share it, without stumbling, without stuttering, providing no indication that you are making it up as you go. The brevity and clarity of your message alone adds tremendous credibility to your words, your practice and most importantly your intentions.
Whether you are focused on the women’s market or a different tribal market, this process turns those red flags into green lights which inspires more interest, new business and more referrals.
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If you want to build a solid clientele and begin attracting more business you must eliminate the red flags and learn how to articulate what you do and why you do it in a way that compels others to want to learn more about you.
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